Accomplished and award-winning Product Head with extensive experience overseeing and directing product initiatives and processes for leading technology, eCommerce, food-delivery, and retail organizations. Founder & CEO of https://taelor.styleExpertise in creating product vision, strategy and roadmap; building and leading high-performing teams; overseeing product management, design, development, go-to-market and monetization processes; managing stakeholders and responding to industry trends in fast-paced, dynamic and ambiguous environment. Winner of 20+ awards including Girls in Tech “40 Under 40” and Webby Award Best App of Year. TEDx Talk speaker. Background in website and app product management, growth/product marketing and analytics. Experience in Agile, DMP, AI, Big Data and Personalization, CMS, and DSP. Areas of Expertise include:Product Management Product Strategy and Roadmap eCommerce & Consumer Product Team Building & Leadership Product Vision Agile Product Development & Scrum User Experience & Monetization A/B Testing & Product Analytics Growth Product Marketing/Go-To-MarketAnyaCheng0908@gmail.com
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Founder And CeoTaelorSan Francisco, Ca, Us -
Founder & CeoTaelor 2021 - PresentSan Francisco Bay Area, UsTaelor is an AI-powered clothing on-demand service for men and social media influencers. Our top-notch stylists, along with powerful algorithms, pick out the perfect clothes for you to make you stand out. When you're ready to swap, just return the dirty clothes. We are featured on TechCrunch Disrupt, IoT Word and Digitimes. -
Adjunct Lecturer Of Product Management, Marketing, EntrepreneurshipNorthwestern University 2020 - PresentEvanston, Il, UsTeaching Product Management, Entrepnership at Kellogg School of Management and Law School students for MBA, JD, LLM students. Teaching Marketing at Medill School of Journalism, Media and Integrated Marketing Communications for executive and graduate school students. -
Mentor/ Entrepreneur In Residence, Social Commerce & Growth500 Startups 2020 - PresentSan Francisco, California, Us -
Product Lead, Connected Ecommerce (Facebook Shopping/ Social Commerce)Facebook 2019 - Dec 2019Led and built Facebook's Shopping connected commerce business, including launching live shopping and setting up social commerce team goal-setting, product vision, strategy, roadmap, AI-driven eCommerce from scratch. -
Head Of Product Marketing, Wi-Fi, Technology And InnovationFacebook 2018 - 2019Brought the Internet to countries in the world that don't have Internet. Led product go-to-market, positioning, consumer website product development, growth marketing, research, marketing analytics and tests to ensure Facebook Connectivity subscription product can launch and grow in emerging markets globally successfully. Oversee markets including EMEA (South Africa, Nigeria, Kenya, Tanzania, Senegal, Ghana), APAC (India, Nepal, Indonesia, Philippines, Thailand) and LATAM (Columbia, Brazil, Mexico) and more.Launched consumer and partner websites which increase 10% of partners. Increase 230% of Monthly Active People by launching new product positioning, growth marketing and integrated marketing campaigns. Established first scalable global go-to-market playbook which includes 40 partner-facing assets, best practices and case studies. Reduced new market commercial launch cycle time by 50%. -
Head Of Product, Incubator/ Growth/ Emerging MarketsEbay 2016 - 2018San Jose, Ca, Us• Launched product redesign in Mexico to increase page view by 72%, pages per visits by 75%, visits with search by 108%, browse page view by 271%, product page views by 25%, and conversion rate (reply rate) by 33%• Launched mobile first experience which reduced homepage bounce rate by 44%, launched image recognition to reduce post flow from 25 to 2 steps, successfully migrated legacy app and mWeb to reduce operational cost, successfully migrated to new platform which modularized front-end and back-end technology• Lead mobile-first product vision, strategy, roadmap, design, development requirements, analytics, content and product marketing across mobile and desktop app, web, and partnership products for eBay Classifieds (consumer-to-consumer local commerce) Emerging Markets such as South Africa, Mexico, Argentina, Poland, Ireland, and Singapore under brands such as Gumtree, Vivanuncios and more.• Developed improved Agile product practices and processes, including persona and journey mapping research, funnel analysis, roadmap, concept testing, centralized global digital product backlog, AB testing, stakeholder design review and demo to improve efficiency and quality of product development. -
Senior Director, Ecommerce Product (Food Delivery App & In-Store Kiosk)Mcdonald'S 2015 - 2015Chicago, Illinois, UsLed product vision, strategy, development, execution and analytics across mobile and desktop app, web, and in-store kiosk products, with team of 40 product managers, user experience designers and analysts for global food ordering and delivery. Led strategic product partnerships with Apple, Google, Facebook, WeChat, and Alibaba. Reported to Global Chief Digital Officer• Developed first set of Agile product practices and processes for company, including persona research, competitor analysis, concept testing, roadmap, centralized 500+ global digital product backlog, stakeholder design review, and design review with Apple to significantly improve efficiency and quality of product development. Reduced cycle time of design sprint by 33%• Launched first global app to support China $379,000,000 delivery and pre-order revenue and U.S. $145,000,000 in-store revenue. Redesigned global mobile app to support $2,000,000,000 mobile ordering revenue, loyalty program, and in-store experience, including tablet service and entertainment -
Head Of Product, Tablet Mobile EcommerceTarget 2013 - 2015Minneapolis, Mn, UsTarget Corporation (Webby Award, Mobile Retailer of the Year; #3 Internet Retailer))Led profit and loss of $300,000,000 revenue by establishing San Francisco product office and team of 60 product managers, engineers, designers, analysts and product marketers to relaunch iPad app and Android app, and update target.com on tablet. Reported to VP of Digital. • Won 11 awards, including Webby Award for Best Shopping App, BMA Best Mobile App Award, ABBY Awards, Communicator Awards, MobileVillage Mobile Star Awards, and Top 10 Mobile Retailer• Improved app store review from two stars to four stars, gained 12 press and 6,500,000 media impressions coverage about mobile transformation, and featured by apple.com at new iPad product announcement as Best Shopping App• Increased year-over-year conversion rate by 200%, cart to check out rate by 350%, revenue by 150%, product view per visit by 70%, signin rate by 2500%, number of users with time on app over five minutes by 10%, and achieved 50% of Target eCommerce revenue• Implemented Agile product practice to reduce release life cycle from one year to two weeks• Doubled year-over-year Black Friday weekend purchases made via mobile phones • Hit new record high on Thanksgiving Day Target from buy-online and store-pickup orders • Launched shoppable Instagram, Pinterest, YouTube, and Twitter, which was featured by Facebook as Best Social Integration App. More than 950 guest-generated posts to #TargetStyle on Instagram were featured during holiday, selecting from 50,000 of #TargetStyle tagged photos; 20% of total app visits engaged with #TargetStyle page, which accounted for 44% of app revenue. Increased apparel category conversion rate by 76%, and increased revenue 101% year-over-year -
Co-Founder & Chief Product And Marketing OfficerDeo 2012 - 2015Global Venture Challenge winner. With DEO, consumers never miss a deal. Consumers set a price of items that they want to buy. AI monitor the price drop. When the price drops to the what consumers want, the app notifies consumers or purchase on behalf of them.
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Mobile Product Manager, PersonalizationSears 2012 - 2013Chicago, Il, UsSears Holdings Corporation (#7 Internet Retailer in the world in 2013; Mobile Retailer of the Year)Led relaunch of Sears and Kmart mobile web and app homepage and promotion sections. Led data-driven personalization projects on personalized content, offers, ads, and interface. Led analytics strategies and implementations, including tag management to enable data-driven product optimizations. Reported to VP of Mobile• Achieved $250,000,000 eCommerce revenue, increased conversion rate by 20%, and achieved no.1 homepage load time in industry, beating Amazon on Keynote Mobile Commerce Performance Index. Featured by Internet retailer• Led content management system (CMS) and tag management implementation, which enabled industry-leading Adaptive Shopping Automatic Platform - merchants can self-serve content and layout and update, and users can see machine-driven personalized content and promotions in real time• Led weather-triggered, geofencing product and marketing that drove 243% year-over-year revenue increase, and was featured on shop.org Smart Brief and Mobile Commerce Daily• Nominated for Folio Magazine Audience Development Award• Elected as Women In Leadership and VP of Asian Network to lead international business projects -
Marketing Analytics ManagerSears 2011 - 2012Chicago, Il, UsSears Holdings Corporation (#7 Internet Retailer in the world in 2013; Mobile Retailer of the Year)Led various chairman pioneer special digital projects, including Big Data, predicted marketing, personalization, Internet of Things (IoT), and social commerce. Reported to VP of Analytics, CRM and Personalization. Led 20 analysts, ad tech engineers, and planners as liaison between chief marketing officers and digital media buying agencies to provide strategies and measurement recommendations for $80,000,000 advertising budget, which drove $500,000,000 revenue. Reported to VP of Targeted Interaction• Led engineers to launch first database management platform (DMP) and first Big Data predicted analytics model on time and on budget. This enabled company to see customer in 360-degree view and retarget them with personalized content in any channel, including app, web, and marketing channels • Optimized email trigger campaigns to increase $10,000,000 revenue with no cost• Developed digital technology strategies, including those on emerging platforms and methods, and co-developed cutting-edge platform to personalize every CRM touch point. Select work was presented to chairman and entire corporation• Won 2 honorable mentions for Min Magazine's Integrated Marketing Award - Fashion category and Life-Style category• Nominated for Min Magazine's Marketer of Year, Best Use of Technology Award, and Best Web and Print Campaign Award -
Growth Product ManagerVance Publishing 2010 - 2011Lincolnshire, Il, UsVance Publishing is a B2B publisher with 25 magazines, 88 eNewsletters, 4 online TV channels, and a marketing agency business unit, which provides web development service to advertisersLed product roadmap and requirements for advertising products on 65 websites and 4 mobile sites. Implemented new content management system (CMS), ad operation system, eNewsletter system, and analytics tools• Redesigned advertising features to reduce 50% of overhead, cut cycle time of ad operation by 40%, and increased 25% ad click-through rate, which increased 200% client retention rate and 50% revenue• Doubled digital revenue percentage in one year. Two recent websites that were relaunched generated increase in traffic 400% and ad sale volume by 300% within 7 monthsEstablished team of 20 as company's first digital service team to build sites and digital marketing campaigns, including paid search, SEO, email marketing, and social media to target their B2B customers. Identified business strategies, prices, and services; trained sales reps; led external vendors; and comanaged profit and loss. Reported to company president.• Won clients, such as P&G, Shiseido, J.C. Penney, and Pfizer. Closed two $100,000 deals and got exclusive pitch for $1,000,000,000 project in month. Proved new business model, and increased division revenue by 10% -
General Manager, Digital Marketing ServiceVance Publishing 2009 - 2010Lincolnshire, Il, UsBuilt start-up digital product and marketing service department from scratch as new revenue stream for the company. Built websites, apps and email programs for advertisers (e.g. P&G, Pfizer) to reach their business customers (e.g. salon owners, animal doctors.) -
Marketing Manager, KfcYum! Brands 2008 - 2008Louisville, Ky, UsYum! Brands is a Fortune 500 company with brands such as KFC, Taco Bell, and Pizza HotAs master’s degree intern, conducted research and recommended integrated marketing programs to improve preference and sales of KFC among Chinese teenagers• Recommendation on digital social, loyalty, and gaming strategy was implemented -
Account Manager & Founding MemberExcellence Marketing - A Full-Service Boutique Agency As Partner Of Ogilvy 2000 - 2007Led team of 5 in managing client relationships and deliverables for site development and marketing campaigns• Won clients, including Pepsi, Avon, Nokia, Motorola, EA Games, Four Seasons Hotel, Taiwan vice presidential candidate, and Union Bank of Taiwan. Increased year-over-year revenue by 50%Conducted customer experience journey mapping, and identified features and requirements for websites. Planned integrated marketing campaigns, including press release, web analytics, email marketing, and social media. • Redesigned website for travel client, increased visits by 400% and ad sale revenue by 300%
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Chief Marketing Officer/ Co-FounderBrenda Beauty 2000 - 2007• Helped manicurist Brenda Wang achieve celebrity status, get celebrity clients, open stores, publish books and become business partners of ELLE and Casio via social media, email marketing, and PR campaigns.
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News ReporterApple Daily 2004 - 2006Covered all local news in New Taipei City and some international investigation news. Nominated for Excellence Journalism Award, one of the most-respected journalism awards in Asia. Wrote 16 cover page stories, uncovered a human trafficking business in Vietnam and Taiwan, revealed a corrupted mayor and saved a 16 year-old girl who was locked at home after waking up from 5 years in coma because her parents wanted to keep the insurance money.
Anya Cheng Education Details
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The University Of Chicago Booth School Of BusinessMaster Of Business Administration (Mba) -
Northwestern UniversityIntegrated Marketing Communications -
University Of California, BerkeleyPython -
University Of California, BerkeleyJavascript -
National Chengchi UniversityKorean And Advertising
Frequently Asked Questions about Anya Cheng
What company does Anya Cheng work for?
Anya Cheng works for Taelor
What is Anya Cheng's role at the current company?
Anya Cheng's current role is Founder and CEO.
What schools did Anya Cheng attend?
Anya Cheng attended The University Of Chicago Booth School Of Business, Northwestern University, University Of California, Berkeley, University Of California, Berkeley, National Chengchi University.
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